Google last month introduced a new open source initiative called Accelerated Mobile Pages (AMP), which is aimed at improving the performance of the mobile web. Considered as a competitor to Instant Articles, Google s AMP ensures web pages featuring content like video, animations and graphics will load faster on mobile as well as ensure interests of publishers through what it calls smart ads . With Facebook s Instant Articles expanding its reach, Google has now announced its AMPs will start rolling out early next year.
Like Facebook, Google has teamed up with multiple content providers to ensure its AMPs are extensive in the first phase of the launch. The list of publishers that have joined hands with Google are BBC, Sankei, New York Times, News Corp, Washington Post and more. Also, with partners R7.com and NZN Group in Brazil; CBS Interactive, AOL, Thrillist, Slate, International Business Times/Newsweek, Al Jazeera America and The Next Web in the US; El Universal and Milenio in Mexico; The Globe and Mail and Postmedia in Canada, Google is eyeing a global impact with its AMP project.
With projects such as AMP, Google is aiming to address one major issue that is of users grappling with slow networks or unoptimized pages featuring rich content. While the slow loads certainly hurt Google, it also adversely impacts the advertisers. To make sure the service is commercially viable, Google has teamed up with the likes of comScore, Adobe Analytics, Parse.ly and Chartbeat along with giving publishers real time analytics and measurement.
Of late Google has been working to improve on the mobile front. Recently it revealed it has started to stream apps that aren t installed on users smartphones. So far, Google Search had deep linked app content and could show it in the search results. With stream feature as well as web apps such as Flipkart Lite, Google is now trying to improve its Google Search by cracking down on services that are compelling users to install apps or intend to go app only on smartphones.